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Creating Your Video Marketing Strategy

by Phil Sharman

Creating Your Video Marketing Strategy

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For businesses that are yet to embrace video production as a promotional vehicle - the plethora of statistics that have been collated on this activity would strongly suggest that it soon should become an established part of your marketing mix:

• 50% Of internet users watch business related videos on YouTube, weekly

• 75% of video users visit the marketer’s website afterwards

• Video increases customer’s understanding of your product or service by 74%

• A third of online activity Is spent watching video

• 70% of marketers are using videos in their marketing strategy

Whether created for fun, as a viral piece, instructional or as a source of information, videos will complement online marketing and will play an increasingly critical role in any brand’s marketing strategy over the coming months and years, as online activity outstrips television usage.

When considering video content marketing, it is important to follow the guidelines below to achieve optimal success:

Identify your goals - As with every marketing initiative it is important to have clear objectives of what you looking to achieve with video content? Is it to highlight a product or service, to drive recruitment or increase brand awareness? Goals must be clearly identified with targets set - ie, are you wanting to assess the number of views of your video content or times it is shared. Measures can then be put in place to assess its success.

Be relevant to your audience - Your video content must be relevant. Therefore you need to think about the audience you are looking to reach. Video provides a wonderful opportunity to be creative and reach your audience in new ways.

Have a clear call to action - A well crafted video can fail if it does not have a plan of what it wants to the viewer to do during/after the video. Clear call to actions are needed - to call, email, share, buy or visit your website - direct the viewer where to go and what to do next.

Video distribution - Videos can be used in a host of ways - on your website, within blogs, as emails / viral emails or via your social media channels. You should ensure that your video is optimised for mobile viewing - to capture the increasing number of users that view videos from tablets and mobile devices.

Cisco predicts that within the next 2 years video will comprise 69% of all consumer online traffic. The time is now right for you to embrace video production as part of your marketing strategy.